>> This week as many college
football rivals have been facing
off to wrap up the regular
season, we thought it would be a
good time to see how one of the
biggest off field rule changes
in years is playing out.
It is called name-image-likeness
and allows athletes to sign paid
endorsement deals.
Dan Matheson's director of the
sport and recreation management
program at the university of
Iowa, also a former NCAA
director of enforcement.
This rule change went into
effect July 2021.
We have had about a year and a
half.
How has it been going so far?
>> It has been going quite well.
Student athletes have been
signing deals to the tune of
about $1 billion in the first
year.
And it's opened up new rights
that are, are benefiting student
athletes across the country in
many different ways.
>> There was some fear that it
would create sort of ves and
have nots.
That the big name, big sport,
big spool athletes would wrap up
all of the endorsement money and
all the other athletes would be
fighting over what was left.
Has not played out?
>> Certainly, football student
athletes are number one in terms
of nil earnings, but one of
the great benefits of image and
likeness is the opportunity to
spread the wealth little bit
amongst women student athletes
and traditionally nonrevenue
sports, olympic sports.
So, among the top five to ten
sports in terms of signing
N.I.L. Deals, you have women's
basketball, softball, women's
gymnastics, and other sports
that historically student
athletes happen to have --
haven't had professional of
opportunities in.
These students have the
opportunity to capitalize on
their college athletics fame and
notoriety while they are at the
peak of their earning potential.
>> And you make that point, many
of them will not go on to
professional careers.
Many of them won't be as
well-known again.
So, this is a prime opportunity
for them?
>> Absolutely.
You seen many examples of like I
said women student athletes are
earning a great deal in name-
image and likeness and you have
several examples, the twins at
the university of Miami and
women's basketball and others
that are quite successful in
that space beyond what people
traditionally think of as
football and men's basketball,
which definitely are at the top
of the list, but so many others
below those sports.
>> Has anyone been left out in
this?
>> I would not say anybody has
been left out unless they have
chosen to stay on the sidelines.
Now, there are some student
athletes considered a
distraction.
They are focused on their
playing careers and their
classes and being a student and
don't want the extra
responsibility of pursuing deals
and building their in many
cases, building a social media
following in order to get
name-image- and likeness deals.
But that is the beauty of it, is
it really is available for all
student athletes if they can
build a following.
The majority of name-image-li
keness deals are for social
media influencer work.
Andso, that really democratize
us this -- space.
There are student athletes at
non-division 1 schools finding
success in N.I.L. Work thanks to
their ability to build a
following on.social media
>> Dan Matheson from the
university of Iowa, thank you
very much.
>> Thank you, John.